Overview of marketing related concepts such as marketing research, market segmentation, market targeting and positioning within the frame of international marketing with a special emphasize on macroenvironmental factors. Learning international maket entry strategies and decision making on marketing mix elements for the internatonal markets.
Prerequisite(s)
Achievement of Principles of Marketing course is suggested.
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Assist. Prof. Dr. Tuğçe Ezgi Soyaltın
Course Assistant(s)
None
Schedule
Friday 09.00-11.00
Office Hour(s)
Firday 13.00-14.00
Teaching Methods and Techniques
Lecture, cases, presentations, class discussions.
Principle Sources
Mehmet Karafakioğlu, Uluslararası Pazarlama Yönetimi, Beta Yayınları, 7. Baskı, 2012.
Warren J. Keegan, Mark C. Green, Global Marketing, Pearson, 7. Edition, 2012.
Ilan Alon, Eugene Jaffe, Global Marketing, McGraw-Hill Irwin, 1. Edition, 2013.
Erdoğan Taşkın, Uluslararası Pazarlama, Türkmen Kitabevi, 1. Baskı, 2012.
Other Sources
Emrah Cengiz, Ercan Gegez, Müge Arslan, Serdar Pirtini, Mehmet Tığlı, Uluslararası Pazarlara Giriş Stratejileri, Der Yayınları, 2007.
Ercan Gegez, Müge Arslan, Emrah Cengiz, Mert Uydacı, Uluslararası Pazarlama Çevresi, Der Yayınları, 2003.
Newspapers and magazines.
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to international marketing
Lecture, examples, class discussion
2. Week
Economic environment in international marketing, Trade environment in international marketing
Lecture, examples, class discussion
3. Week
Socio-cultural environment in international marketing, Political-legal environment in international marketing
Lecture, examples, class discussion
4. Week
Global information systems and marketing research, Global segmentation, targeting and positioning
Lecture, examples, class discussion
5. Week
Product and brand decisions in global markets
Lecture, examples, class discussion
6. Week
Pricing in global marketing
Lecture, examples, class discussion
7. Week
Mid-term exam
Mid-term exam
8. Week
Distribution channels in global marketing
Lecture, examples, class discussion
9. Week
Communication in global marketing: Advertising and public relations
Lecture, examples, class discussion
10. Week
Communication in global marketing: Sales promotions and personal selling
Lecture, examples, class discussion
11. Week
International market entry strategies I: Exporting and outsourcing
Lecture, examples, class discussion
12. Week
International market entry strategies I:Licensing,direct investment, strategic alliances
Lecture, examples, class discussion
13. Week
Student presentations
Student presentations and discussions
14. Week
Student presentations
Student presentations and discussions
15. Week
Final Exam
Final Exam
16. Week
Final
Final
17. Week
Final
Final
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
To define his/her competencies using the theoretical and practical knowledge he/she acquired in the field of Economics and to use these competencies in practice.
PO-2
To discuss concepts and ideas in the field of Economics with scientific methods, to develop hypotheses, to interpret and evaluate the data obtained.
PO-3
To develop solution suggestions for complex and/or unpredictable problems encountered in practice, to report and present these suggestions in accordance with the academic publication rules.
PO-4
To identify regional and global issues/problems, to perform analyses based on scientific data and research, and to develop solution suggestions.
PO-5
To determine the learning needs in the field of Economics, to evaluate the acquired knowledge and skills with a critical approach, and to use this knowledge and skills to develop economic policies.
PO-6
To inform relevant people and institutions on issues related to the field of Economics and to gain the ability to convey written and verbal solutions to problems.
PO-7
To convey his/her thoughts and suggestions in the field of Economics to experts and non-experts by supporting them with quantitative and qualitative data, to discuss and to contribute to the development of new policies by revising suggestions according to the feedback he/she receives.
PO-8
To benefit from other disciplines that form the basis of the field of Economics, to develop multidisciplinary approaches by associating these disciplines with his/her knowledge in the field of Economics, to produce project and publications.
PO-9
To define the differences and relationships between classical and modern theories of economics and to observe the distinctions between classical and modern economic policies and to evaluate the compatibility of these policies with economic and social issues.
PO-10
To read and comprehend foreing news sources about economics being fluent in a foreign language, to scan the economic literature and to follow the most current approaches in this field.
PO-11
To take into account scientific and ethical values in the stages of collecting, interpreting and announcing economic data and carrying out statistical/econometric studies using these data, and also to carry out the publication process in accordance with academic publishing principles.
Learning Outcomes
LO-1
Students will learn how to get into international markets and how to be successful in international markets.
LO-2
Students will learn how to conduct an international marketing research.
LO-3
Students will learn the consumer behavior, social and cultural differences within the international arena.
LO-4
Students will learn international product policies.
LO-5
Students will learn international product policies.
LO-6
Students will gain knowledge in export and import strategies.
LO-7
Students will learn international finance and payment methods as well as international pricing.
LO-8
Students will learn how to prepare an international marketing plan.
